Novartis Nicotinell brand has teamed up with Primedia Unlimited’s washroom advertising company TLC, to encourage smokers to begin its easy to follow 3-step programme.

“Asking a smoker to give up their habit can be a sensitive subject,” says Cara Woods, Account Manager for TLC, “which is why a private engagement method like washroom advertising is a much more subtle way of approaching a consumer. The washroom environment allows for the advertising message to be absorbed without any pressure to act on it.”

Nicotinell is promoting its 3-step programme in airport washrooms around the country for a period of two months.

According to the advertiser, those who can stop smoking for a continuous period of 28 days are five times more likely to kick the habit.

“We’re confident that Novartis will have a positive sales response from this campaign,” she says.